Research On The Language Landscape And Communication Effect Of The Plaque Of Xi'an Commercial And Trade Center

In the 1970s and 1980s,as a new field of sociolinguistic research,language landscape came into people's vision,mainly with language in the public domain as the research goal.In recent years,more and more attention has been paid to the study of language landscape.Language landscape can not only enrich our life,but also promote the improvement of social language standardization.This paper takes the shopping mall signs of Saige International Shopping Center in Yanta District,Xi'an City,Shaanxi Province as the research object,using the methods of quantitative statistics and qualitative research,combining with sociolinguistic theory and language landscape theory to analyze the language characteristics of commercial signs.Specifically,it is to explore the characteristics of the indoor commercial signs of Saige International Shopping Center,analyze the contact and integration of the internationalization and tradition of Xi'an language landscape,as well as the effect of language communication.Based on the discussion of the problems existing in the language landscape of Xi'an indoor business center,some suggestions and help are provided for the naming of the shops in the business center.First of all,through a large number of empirical investigations,this paper describes and analyzes the general situation of the language landscape of Saige International Shopping Center in detail,and analyzes the distribution of the types of language use,the comparison of various types of language signs,the characteristics of the language composition of signs,as well as the distribution of color.The result of its presentation is that SEG international shopping center uses more English signs,presents its internationalization,various sign text forms,integrates many traditional elements and colors closer to the aesthetic pursuit of consumers.Secondly,the staff,shopkeepers,shop assistants and tourists at home and abroad were investigated and interviewed to explore the purpose and intention of business signboards,and whether consumers can accurately accept the purpose and intention of business signboards,so as to analyze the communication effect of business signboards.The result is:most businesses set up commercial signs with clear purpose and intention,and consumers can also accurately obtain business information.Businesses achieve the basic communication purpose and design intention.Commercial signs have played a certain role in information dissemination.Thirdly,this paper analyzes the existing problems of the language landscape of SEG international shopping center and gives specific suggestions.The existing problems are:the mixing of traditional and simplified characters is not standardized,the use of upper and lower case is not standardized,and the abuse of artistic characters for the pursuit of novelty.The suggestions include:the relevant departments should formulate correct rules for the use of words,strengthen language management,and the public should actively respond to the government's policies.Finally,the author summarizes the research content and achievements in the conclusion part.SEG International Shopping Center's commercial signs use code selection and lettering color selection to highlight its international characteristics;in terms of the use of language and text of commercial signs,there are various forms and different collocations to highlight its fashion.However,in the analysis,we found that there are still some problems in the use of simple and complex business signs,the use of English case norms and artistic characters.